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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Sumilat, Kezia Rahel Natasha
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Economics, Econometrics & Finance

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THE IMPACT OF EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY AT R-ZONE CAFÉ Sumilat, Kezia Rahel Natasha; S. L. H. V. Joyce Lapian; Merinda H. C. Pandowo
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58081

Abstract

In winning business competition, a marketer must have a competitive advantage or differentiator in order to continue to survive on the products they offer. Researcher conducted this research through Qualitative methods by In-depth Interview to find out how the 5 aspects of Experiential Marketing impacted the Loyalty of Customers at R-Zone Café. The sample size of this study was 20 informants who visit R-Zone Café. Informants are female and male with range age of 17-35. The result in this study indicates that out of 5 aspects of experiential marketing Sense, Feel, Think, and Relate have the most impact for the customer to make repurchase. All 5 aspects of experiential marketing also have positive impact for the customers to being committed to the brand and have positive impact for the customer to recommend the café.   Keyword: Experiential Marketing, Customer Loyalty
Co-Authors Merinda H. Ch. Pandowo S. L. H. V. Joyce Lapian